We live in a rapidly evolving digital world, understanding digital marketing fundamentals is no longer optional. From the moment you get a business license, you get a barrage of calls and mail offering you the “number one position” on Google. Yes, even digital marketing professionals get the same offers, I get at least three calls a week offering to fix “your broken Google listing”.

do you know where they’re taking you?

reporting

Don’t get me wrong, your primary focus should be on your product or offering, what I mean is that you should at the very least be able to evaluate your reporting. Relying on powerpoint presentations for your website/app/social pages is not ideal. You should take the time to understand how your reporting works so your can log in, evaluate progress independently and develop questions based on the data.

‘Fly by night’ digital marketing agencies will be threatened by client access to reporting. Real professionals will walk you through the reporting and be thrilled at the opportunity to have you participate in the ensuing brainstorming session.

follow your ad dollars

All marketing campaigns are tethered to an ROI based goal. Over time, your ad dollars should track back to your bank account, hopefully bringing a few more friends along for the ride. It’s absolutely crucial that your digital marketing campaigns are reflecting positively in your sales pipeline.

While not all sales close immediately, your ad dollars should impact the number of calls, proposals and or shopping cart. You do have to account on a period of testing, to optimize the ads, but usually some movement is visible in the sales room and your reporting.

understand the infrastructure

Having a basic understanding of the infrastructure needed to develop a marketing funnel will save you a lot of money. Development costs tend to multiply overnight when you don’t know the basics of what your digital marketing partner is supposed to deliver.

My clients find that overall project costs are reduced when they consult me during the proposal review process. Unfortunately, most engagements are prompted by massive losses due to poor project planning.

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